Under Armour, which signed Aaron Judge to an endorsement deal while the breakout New York Yankees star was still in the minor leagues, says it is negotiating a long-term extension with him as it continues to deepen its partnership with baseball.

Under Armour, which signed Aaron Judge to an endorsement deal while the breakout New York Yankees star was still in the minor leagues, says it is negotiating a long-term extension with him as it continues to deepen its partnership with baseball.

On a summer day at Sagamore Farm – an expansive horse breeding and training center in Baltimore County — a visitor might be surprised to gaze toward a nearby hill and see … goalposts.

The posts stand at the ends of a full-length football field adjacent to the property’s main house in the rolling...

On a summer day at Sagamore Farm – an expansive horse breeding and training center in Baltimore County — a visitor might be surprised to gaze toward a nearby hill and see … goalposts.

The posts stand at the ends of a full-length football field adjacent to the property’s main house in the rolling...

(Jeff Barker)

Signing players to endorsement contracts is akin to picking stocks — it’s best to get them early for good value. The initial such baseball contracts often span just a few years.

Judge may be baseball’s most prominent rising player. Under Armour – which counts Washington Nationals star Bryce Harper and Los Angeles Dodgers pitcher Clayton Kershaw among its endorsers – initially signed Judge as it made inroads with the MLB.

In 2019, Under Armour will begin producing uniforms for MLB. Under Armour CEO Kevin Plank has called the deal "a massive statement for our company."

11 MLB All-Stars will be sporting Under Armour at the Mid-Summer Classic in Miami, including four starters. Cody Bellinger and Aaron Judge will participate in the Home Run Derby, as well.

(Sean Welsh)

Sports marketing analyst Jonathan Jensen expressed mixed feelings about the value Under Armour would have received by signing Judge to a long-term extension.

“Every MLB player will be wearing Under Armour when they step on the field starting next year,” said Jensen, a professor of sports marketing at the University of North Carolina.

“While an agreement with someone like Judge would help to leverage that investment,” he said, there are “many other players who they can invest in and get better bang for their buck. Unfortunately, baseball players really don't move the needle like they once did.”

From Tom Brady to Misty Copeland, Under Armour is increasing the ranks of celebrities who pitch their products.